Very informative article. Although I adopt many of the principles, I've never been a fan of the term 'paleo', because there really is no such thing, and for reasons mentioned above can create confusion and result in backlash from certain people. I see it more as a common sense approach, and in essence that's all it really is. The 'paleo' label has been adopted largely to sell books and lifestyle plans. It's a catchy phrase and I can see the appeal in today's modern fast paced, fast food ridden world. From a marketing POV it's quite clever. In my experience though, if someone really needs to be TOLD to eliminate hyperpalatable sugar and processed fat foods from their diet, you're fighting an uphill battle already.